11 Steps in the Marketing Research Process

2. Define the Problem

Define a problem statement that summarizes the problem briefly

5. Identify Information Types and Sources

--Primary Information: collected specifically for the problem at hand --Secondary: information already collected (always look for first)

8. Determine the Sample Plan and Size

-Population is an entire group which the researcher wishes to make inferences based on info provided by sample data -Sample is a subset of the population -Sample Plans describe how each sample element or unit is to be drawn from the total population -Sample Frame determine which sample plan is to be used -Sample Size

6. Determine Methods of Accessing Data

Can be found online, using surveys, or observing customers

11. Prepare and Present the Final Research Report

Clearly communicate the research findings to the client

9. Collect Data

Field Workers are the people who collect the data, could cheat or make up data. So researchers have to Validate (minimize the possibility by undertaking a control) -Validation: 10% of all respondents in a MR study are randomly selected, re-contacted, and asked if they indeed took part in the study

7. Design Data Collection Forms

Questionnaires and focus group guides must be formed properly so there is quality information

4. Determine Research Design

Research designs refers to the research approach used to meet the objective: --Exploratory-informal research is undertaken to learn more about the research problem, learn terms and definitions, or identify priorities --Descriptive-research that describes the phenomena of interest (level of awareness, intentions, satisfaction) --Causal-uncover what factor/s cause some event (experiments)

3. Establish Research Objectives

Research objectives tell the researcher exactly what information needs to be gathered and analyzed to allow managers to make decisions related to a problem. They need to be clear and measurable

10. Analyze Data

Using IBM or SPSS, data analysis is to use statistical tools to present data in a form that fulfills the research objectives

1. Establish the need for Marketing Research

You don't need MR if: -The information is already available -The timing is wrong to conduct MR -Costs outweigh the value of MR